We got a tour yesterday of Droog’s newest and biggest retail space to date, and it smarts with the same conceptual wit as every product it holds. Commodity design objects in glass cases, one-offs and artist proofs scattered about the floor. No furniture stages, white walls, or moody gallery lighting. According to designer & Droog collaborator Jurgen Bey the Droog retail space is a sketch: a blueprint for upending expectations. To that end the space succeeds; it feels more like a studio than a store, let alone a gallery.

Rather than creating a singular retail space, Droog co-founder Renny Ramakers gave the designers the freedom to do what they do best: design. That’s why everything in the store is for sale. If it looks like showroom furnishing, it’s likely an artist proof which, upon purchase, is built to the client’s spec and is promised to be one of only three made. Like some particular section of the blue insulation-foam house? They’ll work with you to create a version of the piece to suit your space. Why? “When it’s all gone, we redesign the store. It’s the best way to keep things fresh,” Renny told us.

Doors open tomorrow, Thursday the 26th, just 2 days behind schedule (the event-specific stools are unfortunately laser-cut with yesterday’s date).

What you haven’t seen before:

1. [The Blue House]: An exploded-view cabin built entirely from blue insulation foam. Featuring a chimney and fireplace, quaint kitchen-like space, faux-wood paneling with sewn-in wood grain, and hand-carved foam ornamentation, it is meant to contextualize housewares and give an opportunity for clients and designers to engage and create something even better, together.

2. [Pop-out furniture staircase]: Walk down into the lower level, where Droog plans to host events including a fashion show in September, and grab a seat. Or a table. Or a desk. The entire wall is composed of laser-cut plywood furniture pegged together to form a wall. Turn the peg, pull out a piece, and create a space while dismantling another.

3. [Staircase to nowhere]: If a portion of a cabin doesn’t fit your decorative vision, perhaps a stairwell does. With or without a destination, it conceptually serves as shelving, a cupboard, and seating.